Citing people familiar with the plans, Bloomberg said the printed guide would be mailed to millions of US households and handed out at locations of Whole Foods Market, the retailer it acquired for $13.7 billion (£10.4 billion) last year.

The move could fill the vacuum left by Toys R Us "Big Book," a bible of more than 100 pages of toys and gadgets marketed at children. Toys R Us shut down all of its US stores last month after going bankrupt.

Business Insider has contacted Amazon for comment. The company declined to comment when asked by Bloomberg.